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Associated Press This story is available exclusively to Insider subscribers. Become an Insider and start reading now. Discount retailer T.J. Maxx is dumping WPP s Grey after 12 years and seeking a new ad agency. The retailer spends an estimated $65 million on marketing annually. Grey has created broadcast campaigns for T.J. Maxx since 2009, including 2020 s Who s the Boss. T.J. Maxx is searching for a new agency to handle its $62 million in advertising, ending a 12-year relationship with WPP s Grey New York. A spokesperson for parent TJX Companies confirmed the shift. A Grey spokesperson said the agency declined to participate in the retailer s pitch for its advertising business. Insider was unable to identify which agencies are participating. ....
WARC’s Chiara Manco looks at brands that earned awareness and loyalty among mothers through relevant and helpful communications. According to a recent UK study looking at family dynamics under lockdown, it is mothers who face the most pressure in the struggle to balance work and family life. Working in sectors more likely to be affected by lockdowns and often bearing the brunt of domestic chores and childcare, mothers ‘take on the mental load’ of both work and home life. Now more than ever, mothers will appreciate brands that support them and make life easier for them. Here, we look at brands that have invested in empathetic communications that added value to mothers’ lives, whether by offering tangible help or expressing appreciation. ....